Turning a company around

Now that's amazing. Whilst some companies are thinking about changing the way they do marketing and still others are carefully piloting new approaches, some are just doing it.

Take P&G: since many years respected for it's solid and very successful, yet not very innovative way of advertising. These last coupe of weeks I am swamped by articles about the great stuff P&G is doing on line. And it's not the type of company that decides to shift focus and budget because that's what a senior leader has decided to do. No, this is P&G: fact, figures, research, ROI!! (or at least, that is what I expect P&G to be).

Either they attract attention because what they do on line is good, or they attract attention because they are good at ... attracting attention. One thing is for sure, they were yet again mentioned in a WARC article about a study from Deloitte, Beeline Labs and the Society for New Communications Research.

Question: what is it that these guys at P&G are doing that we should be copying? Answers, anyone?